DTC marketers can’t forget caregivers

UnknownA recent study looked at participants aged 50 to 61, more than 5,100 people, roughly a third of them family caregivers. About 4 percent were caring for a spouse, 15 percent for a grandchild and about 20 percent for a parent; some took care of more than one relative.  As in virtually every other study, women were more likely to care for parents. Seven percent of the total sample assisted with parents’ personal needs, compared to 3.6 percent of men. Close to 16 percent of men helped parents with chores, errands and transportation, while more than 20 percent of women did. Gender differences did not arise much between those caring for spouses or grandchildren.  However it seems most digital marketing efforts are targeted at new patients rather than caregivers. Continue reading